Target Loves Showrooming

In January 2012, Target was the first retailer to coin the term "showrooming" and stake its claim against the fast-approaching trend with a letter to the public (Target Seeks Allies in Battle Against 'Showrooming'). "What we aren't willing to do is let online-only retailers use our brick-and-mortar stores as a showroom for their products and undercut our prices without making investments, as we do, to proudly display your brands," said the letter, according to published reports.
However, the tables have turned and as Target was the first to defend against it, it is also the first to put an end to it. According to a post on Target's blog A Bullseye View by Casey Carl, president of multichannel for Target, "We love showrooming – when Target gets to book the sale."
"That's the power of mobile," wrote Carl in a recent blog on A Bullseye View. "And that's why at Target we believe our stores must offer exceptional experiences by inspiring discovery with exciting and differentiated products, content and services. Meanwhile, our digital channels – our website, mobile and social platforms – must deliver on inspiration as well as the outstanding value and convenience Target guests have come to expect."
Showrooming is still very early in the revolution. Target and others have more work to do, but the retailer must understand that today's digitally-connected guest views stores, online and social media channels as one grand experience – it's the future of retail, and it's here.
Today, it's all about today's digitally-connected guests. No one knows exactly what the future of retail will look like, one can imagine that physical stores will create more experiences for guests, as well as serve as hubs for orders to be picked up and shipped. Digital channels will serve as more personalized and engaging online experiences.
"At Target, we believe showrooming isn't just a win for shoppers it's going to be a decisive win for retailers that up their game," wrote Carl.
For related content:
Target Mobile App Updates In-Store Experience
Top 5 Retail Tech Trends Videos
Target's Tech Innovation Center Begins Delivering Results
Target's Tech Innovation Center Begins Delivering Results
Target Selects Digital Group Shopping App
Target Seeks E-Commerce Edge with New San Francisco Innovation Center
Target Partners with Facebook for Personalized, Omnichannel Marketing
Shopkick Debuts In-App Buying at Target, Macy's and Urban Outfitters
This ad will auto-close in 10 seconds